Fox launches multichannel campaign to turn Tubi into 'billion dollar business'

As consumers face subscription service fatigue, Fox looks to win over viewers and advertisers with the AVOD service it acquired in 2020.

By Chris Kelly • Feb. 10, 2021

Mitsubishi debuts latest Outlander in first vehicle launch on Amazon Live

The event signals how Amazon is expanding its platform for brand awareness campaigns to drive direct sales, rather than advertising that's aimed lower in the purchase funnel.

By Robert Williams • Feb. 9, 2021

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

By the numbers: Super Bowl LV

The big game's ads, broken down by sentiment, social engagement and more.

Super Bowl LV ads highlight marketers' disconnect with reality

Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Feb. 8, 2021

McDonald's offers 'Golden Start' to Lunar New Year with 3 digital experiences

A livestreamed concert available only in the chain's app, an IGTV mini-series and red envelope gift cards are arriving to celebrate the holiday.

By Robert Williams • Feb. 4, 2021

Bud Light reunites brand 'legends' in Super Bowl return

Post Malone, Cedric the Entertainer, the Bud Knight and other characters from the brand's past ads are cast as superheroes saving an overturned beer truck.

By Natalie Black (Koltun) • Feb. 2, 2021

Old Spice gives exhausted young men a 'pep talk' with ads emphasizing confidence

Launching around Super Bowl week, the campaign aims to provide a boost to those feeling the economic and emotional turmoil of a downer year.

By Peter Adams • Jan. 29, 2021

Campaign Trail: Discover looks toward brighter days in ad showcasing financial tools

A new brand positioning was crafted to highlight Discover's financial services beyond just transactions.

By Natalie Black (Koltun) • Jan. 29, 2021

AB InBev's Cutwater Spirits taps 'Schitt's Creek' star for multichannel campaign

Along with a social media series and sweepstakes, the campaign includes a spot that will air in key regional markets during the Super Bowl.

By Robert Williams • Jan. 29, 2021

Pringles brings video game zombie to life in Twitch livestream

The Kellogg-owned snack sponsored a livestream in which a gaming influencer lured a zombie out of a video game, mimicking one of the brand's TV spots.

By Robert Williams • Jan. 29, 2021

Lego teams with Universal Music Group for TikTok-like kids app

Children can use the Lego Vidiyo app with minifigures and "BeatBit" pieces to create music videos that can be trimmed to shorter, shareable clips.

By Chris Kelly • Jan. 28, 2021

Coors pulls from 'Inception' to insert brand into dreams before Super Bowl LV

Because it is frozen out of the big game by AB InBev, the marketer is using science to get people to dream about its products.

By Peter Adams • Jan. 27, 2021

Hellmann's Super Bowl debut enlists Amy Schumer to address food waste

The Unilever brand joins a growing group of big game newcomers that have seen higher sales during the pandemic and want to show a commitment to social responsibility.

By Robert Williams • Jan. 27, 2021

NBCUniversal, Twitter deepen partnership to meet growing demand for premium social content

The two are expanding their work in advertising sales and content sharing as the pandemic drives up consumer appetites for formats like livestreaming.

By Peter Adams • Jan. 26, 2021

Super Bowl's status as marketing bellwether diminished as brands play it safe

Some of the biggest announcements so far are advertisers like Budweiser sitting out, but newcomers — particularly brands boosted by the pandemic — are also jumping on the opportunity.

By Peter Adams • Jan. 26, 2021

NFL recruits Miley Cyrus, TikTok to enliven tailgate ahead of unusual Super Bowl

A two-hour livestream on the social video app shows how the league and marketers alike are moving away from TV to generate hype for the big game.

By Peter Adams • Jan. 25, 2021

Budweiser skips 2021 Super Bowl, reallocates ad budget to COVID-19 support

AB InBev's flagship went without a big game spot for the first time in 37 years, opting instead for vaccine awareness efforts that included a digital short film.

By Chris Kelly • Jan. 25, 2021

Chipotle's debut Super Bowl spot highlights support for local farmers

The ad's themes reflect how Chipotle believes the coronavirus has changed consumer behavior, with a greater importance on community.

By Robert Williams • Jan. 25, 2021

Retail marketers invest in livestreams to establish shopping's 'next normal'

The ready availability of the tech to produce live shows and accept online orders gives brands a way to lift sales while fostering direct relationships with customers.

By Robert Williams • Jan. 21, 2021

Social ad spend surged over holidays, with video content commanding spotlight

A blend of livestreaming and commerce took hold in the fourth quarter while channels like influencer marketing notched declines, Socialbakers found.

By Peter Adams • Jan. 21, 2021

Capital One deepens bet on Twitch to reach ad-averse gamers

By compensating Twitch streamers and lowering the barrier to entry for viewers to support their favorite creators, Capital One aimed to showcase its mission to simplify transactions and financial wellness.

By Natalie Black (Koltun) • Jan. 21, 2021

Stella Artois ties with Blue Apron to serve at-home Super Bowl menu

NFL champs Eli Manning and Victor Cruz will demonstrate how to make game-day recipes in a special episode of the beer brand's online cooking series.

By Robert Williams • Jan. 15, 2021

How the NHL, WNBA and WWE changed digital strategy on the fly to meet COVID-19 demands

During a CES session, executives at major sports organizations detailed how they altered content strategies to better engage homebound fans.

By Chris Kelly • Jan. 13, 2021

Ford declares new Bronco Sport the G.O.A.T. in ads detailing mythic origins

Creative riffing on the "greatest of all time" phrase launches as the automaker confirmed it is skipping the Super Bowl this year.

By Peter Adams • Jan. 11, 2021

Roku buys rights to Quibi shows for growing ad-supported channel

The Roku Channel will premiere more than a dozen titles that didn't get a chance to stream on Quibi, which could drive audience and ad revenue growth.

By Robert Williams • Jan. 11, 2021